Uhla lwemibhalo ye-athikili
Izindlela Ezine Zokuqhubekisela Phambili Ukukhula Kwezentengiselwano Ze-E : Ukuhlaziywa Okubanzi Kusukela Ekusebenzeni Kahle Kuya Esistimu Yezinto Eziphilayo
Ukukhula kwe-e-commerce akuyona i-sprint yamamitha ayi-100, kodwa i-marathon. Noma ngubani ongagijima kancane kancane uzohleka okokugcina.
Kulesi sihloko, ngizokuqondisa ngezindlela ezine zokufeza ukukhula kwe-e-commerce, ngayinye inomqondo wayo, izingibe, kanye namathuba ayo.
Ukuqonda lezi zindlela kufana nokuba nemephu yamasu; kukuvumela ukuthi ubone ngokucacile ukuthi iyiphi indlela okufanele uyithathe esikhundleni sokulandela isixuku ngokungaboni.
Uhlobo lokuqala: Ibhizinisi elikhona - umdlalo wokugcina wokwenza ngcono ukusebenza kahle
Lokho okwenziwa yizinkampani ze-e-commerce nsuku zonke empeleni ukuthengisa imikhiqizo emidala eziteshini ezindala.
Isikhathi sokukhula kwethrafikhi okulula sesidlulile kudala. Esikhundleni sokufuna ithrafikhi entsha yonke indawo, kungcono ukusebenzisa ngokugcwele ithrafikhi osunayo kakade.
Isihluthulelo lapha akusikho ukusungula izinto ezintsha, kodwa ukusebenza kahle.
Isibonelo, ngokwakha isizinda sangasese, ungaletha abasebenzisi emaqenjini e-WeChat, ubaphathe njalo, futhi unciphise ukuxhashazwa.
Isibonelo, ungasebenzisa uhlelo lobulungu, usebenzisa amaphuzu nezaphulelo ukuze ugcine abasebenzisi futhi ubakhuthaze ukuthi bathenge njalo.
Esinye isibonelo ukulungiswa kwezinga lokuguqulwa (i-CRO), okuhilela ukuguqula ikhasi lemininingwane yomkhiqizo nokulungisa izindlela zokuphromotha ukuze kutholakale imali engenayo eyengeziwe ngaphandle kokushintsha ithrafikhi.
I-Double 11 kanye ne-618 ngokuyinhloko zimayelana nokukhipha imali ngokweqile emandleni okuthenga akhona.
Ekugcineni, konke kuncike ekutheni idatha ingakanani.
Uma ungakwazi ukubikezela ngokunembile ukuthi umsebenzisi uzoqeda nini ubisi lwakhe lwebele bese umthumelela umlayezo wombhalo ezinsukwini ezintathu ngaphambi kokuba luphele, lokho akusikho ukuhlukumeza, kodwa isevisi eqondile.
Noma ubani ongakwenza lokhu nguyena osebenza kahle kakhulu.
Ngokusho kocwaningo lweMcKinsey, ukumaketha ngokunemba kungakhuphula amazinga okuguqulwa ngo- 20%-30% , okuyiwona amandla okusebenza kahle (Umthombo: McKinsey, Ikusasa Lokwenza Umuntu Abonakale Engumuntu Owakho).
Indlela yesibili: Ukuthengisa imikhiqizo emisha ngemigudu esunguliwe - ukusebenzisa kabusha izimpahla ze-trust.
Manje njengoba amakhasimende esekuthembile kakade futhi usukhokhele ukuthengwa kwamakhasimende, kungaba ukuchitha isikhathi ukuthengisa into eyodwa kuphela.
Umqondo uwukusebenzisa kabusha izimpahla ze-trust nokusabalalisa izindleko zethrafikhi.
Njengo-Anker, owaqala ngokwenza izintambo zokushaja, kamuva wenza amabhange kagesi nezipikha.
Ngoba abasebenzisi bayo bayiqembu lama-geek edijithali, ngokuvamile okudingeka bathenge ezinye izesekeli zedijithali ngemuva kokuthenga ikhebula.
Kukhona ne-NetEase Yanxuan, ekhomba ukuthi yiziphi izigaba zemikhiqizo ezithengiswa kahle futhi ibambisane ngqo nezimboni ukuze ziphinde zikhiqize futhi zithengisele abasebenzisi bazo.
Noma kunjalo, ukwandisa izigaba zomkhiqizo akunakwenziwa ngokungahleliwe; kumele kulandele inkolelo-mbono "yesiyingi esigxilile".
Uthengisa amabhuzu okuhamba ngezinyawo, ngakho ukuthengisa izingodo zokuhamba ngezinyawo akuyona inkinga kuwe.
Kodwa-ke, uma uqala ukuthengisa ukudla kwekati ngoba nje ubona ukuthi kunenzuzo, umbono wabasebenzisi ngobuchwepheshe bakho uzowohloka.
I-Harvard Business Review ikhomba ukuthi izinga lempumelelo lokwandiswa komkhiqizo lincike "ekuhlobaneni kwesigaba." Izandiso ezinokubaluleka okuphezulu zinezinga lempumelelo elingaphezu kuka- 70% , kuyilapho izandiso ezingahlobene zinezinga lokuhluleka elifinyelela ku- 80% (Umthombo: I-Harvard Business Review, "I-Brand Extension: The Good, the Bad, and the Ugly").
Indlela yesithathu: Ukuthola iziteshi ezintsha zemikhiqizo emidala - i-arbitrage esekelwe endaweni kanye ne-logic.
Uma izimpahla zakho ziyeka ukuthengisa endaweni eyodwa, noma zithengiswa kahle kakhulu futhi ufuna ukwandisa ukuthengisa, kufanele ushintshe izimakethe.
UShein noTemu empeleni bangama-arbitrage ezindawo.
Ukuthutha iketanga lokuphakelwa kwezingubo zasekhaya eliningi phesheya kwezilwandle kuyinzuzo.
Amanye amabhrendi eTaobao athuthele eDouyin ( TikTok) , ethengisa imikhiqizo efanayo kodwa neqembu elihlukile labantu.
Kodwa akulula njengoba kubonakala.
Abantu abaningi bafa lapha ngoba babukela phansi "ukungqubuzana kwesiteshi".
Imikhiqizo ethengiswa kahle ku-Tmall esebenzisa i-logic yokusesha ingase ingatholi ukubukwa uma ithuthelwa ku-logic ye-e-commerce esekelwe ezithakazelweni zikaDouyin.
Ngoba imikhiqizo edingekayo eziteshini ezintsha izohluka.
Umbiko we-Boston Consulting Group (BCG) uveza ukuthi izinga lokuhluleka kokushintsha iziteshi liphezulu ngamaphesenti angama- 60 , ngoba umqondo wokuziphatha komsebenzisi wesiteshi esisha awuqondakali (Umthombo: BCG "Isu le-Omnichannel in Retail ").
Uhlobo lwesine: Ukudala iziteshi ezintsha kanye nemikhiqizo emisha – indawo yokuhlola imvelo yama-giants.
Ukuhweba nge-inthanethi okusakazwa bukhoma kwe-New Orient kuyisibonelo salokhu.
Kodwa-ke, kumele ngiveze ukuthi lesi sigaba siyindawo engafanele ukuthengiswa kuyo ezinkampanini eziningi ze-e-commerce eziphakathi nendawo.
Lena ngokuvamile yindlela ethathwa yizinkampani ezinkulu lapho zifuna ukwakha isimiso sezinto eziphilayo noma lapho amabhizinisi azo okuqala engasasebenzi.
Uma imali yakho yamanje ihamba kahle futhi nethimba lakho lenza kahle, ungazami kalula iziteshi ezintsha ngokuphelele nemikhiqizo emisha.
Lokho akukhona nje ukushintsha izindlela; ngokuvamile kusho ukuthi kufanele ushintshe abasebenzi bakho, uchungechunge lokuhlinzeka, kanye nendlela ocabanga ngayo, okuyinto enzima kakhulu ukuyilawula.
Ngokusho kocwaningo lweDeloitte, izinga lokuhluleka kwamaphrojekthi e-commerce awela ngokuphelele kweminye imikhakha lidlula u-70% , kuyilapho izindaba zempumelelo cishe zonke zivela ezikhulwini ezinkulu ezixhaswe kahle (Umthombo: Deloitte "Digital Commerce Transformation").
Isiphetho: Ukukhetha isu kubaluleke kakhulu kunomzamo.
Izindlela ezine zokukhulisa ukuhweba nge-e-commerce zingabonakala njengezine, kodwa empeleni ziyizimiso ezine ezibalulekile.
- Ibhizinisi elikhona limelela isiqongo sokusebenza kahle.
- Ukuthengisa imikhiqizo emisha ngeziteshi ezikhona kuyindlela yokusebenzisa kabusha ukwethenjwa.
- Ukuthola iziteshi ezintsha zemikhiqizo emidala kuwukuhlakanipha kokwenza i-arbitrage.
- Iziteshi ezintsha nemikhiqizo emisha kuyinselele enkulu yabadlali abakhulu embonini.
Ebhizinisini, awudingi ukugcwalisa wonke ama-quadrant.
Qonda amakhadi owanikezwayo, khetha isu elifanele kakhulu, futhi lokho kwanele.
Njengoba uPeter Drucker eshilo, "Ukusebenza kahle kusho ukwenza izinto kahle, ukusebenza kahle kusho ukwenza izinto ezifanele."
Ukukhula kwe-e-commerce akukhona ukuthi wenza malini, kodwa ukuthi ukhetha yiphi indlela.
Ngakho-ke, ungalandeli izitayela ngokunganaki, futhi ungaphuphi ngempumelelo esheshayo.
Inkosi yangempela iyazi ukuthi ingenza kanjani isinyathelo esiphephile emdlalweni oyinkimbinkimbi.
Ngethemba ukuthi isihloko esithi "Ziyini iziteshi zokukhula kwezentengiselwano ze-e-commerce? Umhlahlandlela osebenzayo wezindlela ezine zokuguquka kusuka kumakhasimende akhona kuya ohlelweni olusha lwe-ecosystem" esabiwe kubhulogi likaChen Weiliang ( https://www.chenweiliang.com/ ) sizokusiza.
Zizwe ukhululekile ukwabelana ngalesi sixhumanisi sendatshana: https://www.chenweiliang.com/cwl-33809.html